Upgrade Your Offer! How to Sell Business Value
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www.nodeone.seSTOCKHOLM | GÖTEBORG | KØBENHAVN
Upgrade your offer
Drupal Business Days, Vienna
May 4th 2012
Jakob Persson, NodeOne
Introducing me
www.nodeone.seSTOCKHOLM | GÖTEBORG | KØBENHAVN
Web Strategist and CKO
Co-Founder of NodeOne
Worked with Drupal since 2005
http://www.twitter.com/realsolipsist
http://drupal.org/user/37564
Introducing
Some of NodeOne’s team and clients
Scandinavia’s largest Drupal services provider
Employs 60 people
Offices in Sweden and Denmark
What we do at NodeOne, apart from...
card games...
Hi, I’m Dries!*
www.drupalcardgame.com
* No he’s not really Dries, but you knew that already.
Druplicons wielding nun-chuks...
Druplicon Road Trip – “Showdown in Paris” (YouTube)
Drupal rock stars...
“The Kitten Killers” Live at DrupalCon Copenhagen (photo by Dries)
Drupal air fresheners...
Drupal air fresheners revealed to the world
Druplicon cookie cutters
https://instagr.am/p/Jwg1XUiOIX/
Strategy and Usability
Design and UX
Development
Hosting and scalability
Training
Consulting
Web strategy, usability studies and effect mapping
User experience, GUI and graphic design
Modules, themes, distributions and install profiles
Hosting, optimization and monitoring
Courses, books, screencasts and learning library
Technical consulting and solution architecture
The problem
http
://w
ww
.flic
kr.c
om/p
hoto
s/je
ffsan
d/38
7141
5191
/
http://www.sxc.hu/photo/444954 http://www.flickr.com/photos/wolfgangstaudt/2053446134/ http://www.flickr.com/photos/alisdair/17553437/ http://www.flickr.com/photos/seier/513735240/
http://www.sxc.hu/photo/444954 http://www.flickr.com/photos/wolfgangstaudt/2053446134/ http://www.flickr.com/photos/alisdair/17553437/ http://www.flickr.com/photos/seier/513735240/
What the Buyer says
http://www.sxc.hu/photo/444954 http://www.flickr.com/photos/wolfgangstaudt/2053446134/ http://www.flickr.com/photos/alisdair/17553437/ http://www.flickr.com/photos/seier/513735240/
What the Buyer says
What theDesign Agency hears
http://www.sxc.hu/photo/444954 http://www.flickr.com/photos/wolfgangstaudt/2053446134/ http://www.flickr.com/photos/alisdair/17553437/ http://www.flickr.com/photos/seier/513735240/
What the Buyer says
What theDesign Agency hears
Whatyou are told
http://www.sxc.hu/photo/444954 http://www.flickr.com/photos/wolfgangstaudt/2053446134/ http://www.flickr.com/photos/alisdair/17553437/ http://www.flickr.com/photos/seier/513735240/
What the Buyer says
What theDesign Agency hears
Whatyou are told
What the stakeholder needs = idiot!
How did this happen?
http://morguefile.com/archive/display/191422
???
http://www.sxc.hu/photo/444954
Idea
Need
Require-ments
Idea
Need
Require-ments
Cool idea!
Idea
Need
Require-ments
Cool idea!
Idea
Need
Require-ments
Cool idea!
Idea
Need
Woot! New project!
Require-ments
Cool idea!
Idea
Need
Woot! New project!
WTF!
the end result often being
Project DNA
Project DNA
Why? Whom? What? How?
Assumptive
Explorative
Project DNA
Why? Whom? What? How?
Assumptive
Explorative
Project DNA
Why? Whom? What? How?
Assumptive
Explorative
Project DNA
Why? Whom? What? How?
Talk to RIGHT person The actual buyer about the main goal and return
Talk to the RIGHT person about the RIGHT things
The stakeholder about his/her needs and goals in realizing the main goal
Talk to RIGHT person The actual buyer about the main goal and return
Talk to the RIGHT person about the RIGHT things
in the RIGHT context
The stakeholder about how to best support said needs and goals
Talk to the RIGHT person about the RIGHT things
The stakeholder about his/her needs and goals in realizing the main goal
Talk to RIGHT person The actual buyer about the main goal and return
Building the right team
I hear you n
eed
a website.
What’s your business reason for doing this?
Who are we designing for?
Errr... not sure.
But here are the
requirements!
IdeaRequire-ments
Cool idea!
Need
WTF!
Woot! New project!
IdeaRequire-ments
Cool idea!
Need
WTF!
Woot! New project!
IdeaRequire-ments
Cool idea!
Need
WTF!
Woot! New project!
IdeaRequire-ments
Cool idea!
Need
WTF!
Woot! New project!
IdeaRequire-ments
Cool idea!
Need
WTF!
Woot! New project!
I hear you n
eed
a website.
I hear you n
eed
a website.
What’s your business reason for doing this?
I hear you n
eed
a website.
What’s your business reason for doing this?
We want peop
le who
come to
post co
mments
to buy f
rom us.
I hear you n
eed
a website.
Who are we designing for?
What’s your business reason for doing this?
We want peop
le who
come to
post co
mments
to buy f
rom us.
I hear you n
eed
a website.
Who are we designing for?
What’s your business reason for doing this?
We want peop
le who
come to
post co
mments
to buy f
rom us.
I’ll be using it. I hate
computers. Please
don’t make it suck.
I hear you n
eed
a website.
Who are we designing for?
What’s your business reason for doing this? I can tell you how to integrate with our
CRM system!
We want peop
le who
come to
post co
mments
to buy f
rom us.
I’ll be using it. I hate
computers. Please
don’t make it suck.
Is there someone who...
• knows and understands the expected return of this project and how it fits with other efforts?
• knows the technical infrastructure?
• can learn the needs and goals of the stakeholders and end users?
• can design something that fits those needs?
• can build the functionality designed?
re· quire· ment [ri-kwahyuhr-muhnt] noun. In engineering, a
requirement is a singular documented physical and functional need that a
particular product or service must be or perform...
Why are the requirements what they are?
http://www.flickr.com/photos/43117091@N00/348575751/
Why indeed?What do we want to achieve?
But why?
Talk to m
e.
I might kno
w
why.
Define it as an ‘effect’
Define it as an ‘effect’
{...} Concise Not more than a few sentences
Define it as an ‘effect’
{...} Concise Not more than a few sentences
Measurable You need to be able to evaluate whether the website achieves the effect using metrics and KPI’s
Define it as an ‘effect’
{...} Concise Not more than a few sentences
Measurable You need to be able to evaluate whether the website achieves the effect using metrics and KPI’s
Long-term The effect should reflect change over long time and be strategic, not tactical
Making it happen...
http://www.flickr.com/photos/12694739@N00/207706000/
No, contrary to popular belief, nerds can’t do it.Gear or no gear.
These guys can do it!
?
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?Who are they?
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?Who are they?
What do they want?
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?Who are they?
What do they want?
What do they need?
Who are they?
Job title Age Department
Who are they?
Job title Age Department
Who are they?
Job title Age Department
Expectations Behavior
Needs
Who are they?
Job title Age Department
Expectations Behavior
NeedsPeople with common needs, expectations or similar behavior
when using the website
Who are they?
Why should I
care?
What’s in it for me?
What do I have to gain?
“Offer a low threshold to interaction and convert interactions into sales.”
What are you goals and needs?
What features are most useful to you?
What should the look and feel be like?
Interviews Observation
Focus groups Brainstorming Task analysis
Personas
User goals
Administrators
Want to replace paper forms with online forms
50% of forms should be on the intranet
Need to avoid a lot of emails and phone calls just to forward documents and applications
Survey to users that asks about reduced
use of email
Want to be able to answer administrative queries on the intranet
90% of administrative
questions are made through the intranet
Goals Actions
Want to replace paper forms with online forms
• Be able to create forms for common applications and requests
• Make it possible for users to digitally sign forms
Need to avoid a lot of emails and phone calls just to forward documents and applications
• Be able to create administrative workflows
• Being able to notify others about pending tickets/forms/issues
Want to be able to answer administrative queries on the intranet
• Receive messages sent from a contact form
Turning user goals into actionsA
dm
inis
tra
tors
Goal Action User Story
Want to replace paper forms with online forms
Be able to create forms for common applications and requests
As an administrator I’d like to be able to create forms for common applications and requests so that I can replace paper forms with online forms
Actions and user storiesA
dm
inis
tra
tors
Users, their goals and actions form user stories
http://www.flickr.com/photos/jocke66/4611545685/
These are the features
we need.
These are the features
we need.
These are the features
we need.
These are the features
we need
And I’ve
prioritiz
ed them
.
http://www.sxc.hu/photo/535922
Are we
there yet?
What to measure How to measure When to evaluate
What percentage of visitors comment, share and like content on the site.
Review search logs and use tracking.
Every six months
What percentage of users who interact end up buying something.
Track users and use funnels to track conversions.
Every six months
The percentage of visitors who interact more than once.
Track interaction using Google Analytics.
Every six months
“Offer a low threshold to interaction and convert interactions into sales.”
Measuring users’ success in achieving their goals
Want to replace paper forms with online forms
50% of forms should be on the
intranet
Need to avoid a lot of emails and phone calls just to forward documents and applications
Survey to users that asks about reduced
use of email
Want to be able to answer administrative queries on the intranet
90% of administrative
questions are made through the intranet
Ad
min
istr
ato
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Feature D
20 story points
Feature E
50 story points
Feature A
20 story pointsFeature C
10 story pointsFeature F
50 story pointsFeature G
50 story pointsFeature H
50 story pointsFeature I
50 story pointsFeature J
50 story pointsFeature K
50 story points
TODO
S1: 300 hrs
Feature B
50 story points
Feature D
20 story points
Feature E
50 story points
S1: 300 hrs
Feature B
50 story points
Feature D
20 story points
Feature E
50 story points
S1: 300 hrs
Feature B
50 story points
Feature D
20 story points
Feature E
50 story points
Sprint demo
S1: 300 hrs
Feature B
50 story points
Feature D
20 story points
Feature E
50 story points
✔ ✔
Sprint demo
S2: 300 hrs
Feature A
20 story pointsFeature C
10 story pointsFeature F
50 story pointsFeature G
50 story pointsFeature H
50 story pointsFeature I
50 story pointsFeature J
50 story pointsFeature K
50 story pointsSprint plan
Feature E
50 story points
E - this one’s way trickier than we thought!
No wonder with
those legacy
drivers... o-O
Ok, leave
it – it’s
low priority
anyway.
TODO
S2: 300 hrs
Feature A
20 story pointsFeature C
10 story pointsFeature F
50 story pointsFeature G
50 story pointsFeature H
50 story pointsFeature I
50 story pointsFeature J
50 story pointsFeature K
50 story pointsSprint plan
E - this one’s way trickier than we thought!
No wonder with
those legacy
drivers... o-O
Ok, leave
it – it’s
low priority
anyway.
Save for later
TODO
Sprint demo
Feature A
20 story pointsFeature C
10 story pointsFeature F
50 story pointsFeature G
50 story pointsFeature H
50 story pointsFeature J
50 story points
Save for later
DONESorry we didn’t have time for it all.
We got the stuff most important for our effect!
S1: 300 hrs S2: 300 hrs S3: 300 hrs S4: 300 hrs
All the good stuff
• Embrace the fact that things are unknown
• A shared commitment to delivering the return
• Employees get to meet the customer
• No estimates based on hope and ‘best case’
• Promotes transparency
http://www.flickr.com/photos/stefansundkvist/4697877240/
“Build a fighter jet, these are the performance specs, this is the budget and we want it done in five years.”
Software development is innovation
Innovation in businesses
Inception Success
1985
2003
Improved innovation management
Inception Success
1985
2003
Filter out the best solutions/idea candidates sooner
Reduce time to market
Produce more viable solutions and ideas
How agile deals with innovation
Inception Success
1985
2003
Filter out the best solutions/idea candidates sooner
Reduce time to market
Produce more viable solutions and ideas
“Responding to change over following a plan”
“Working software over comprehensive documentation”
http://www.flickr.com/photos/stefansundkvist/4697877240/
Project DNA
Assumptive
Explorative
Why? Whom? What? How?
Delivering the project to a strict specification, on a set budget and
within a set time frame
Delivering the project to a strict specification, on a set budget and
within a set time frame
BAD IDEA
Delivering the project within the agreed upon time frame in such a way that it delivers the expected
business value
Delivering the project within the agreed upon time frame in such a way that it delivers the expected
business value
GOOD IDEA
The shift
The ‘nuts and bolts’ agency
The project managing agency
The business-oriented agency
“We’ll build your site in 500 hours”
“We’ll manage
and build you
r
web project”
“We’ll help you achieve your business goals on the web”
✓ Involve your team and customer early and shift focus to business goals.
✓ Reduce dependence on guesswork estimates and details – focus on the actual case.
✓ This contributes to projects being more fun and you do not need to pay the price for early over-commitment
✓ UX is key to translating business needs to user stories in the backlog.
Summary
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Thank you for listening!
We’re hiring! UX’ers,
developers, product owners
and more! Talk to me.